¹Alda Clarissa Sunaryo,²Aditya Ramadhan,³Yusuf Abdullah,⁴Josephine Magdalena,⁵Annisa Kharenina Augustine,⁶Yani Hendrayani

^1,2,3,4,5,6Pembangunan National Veteran Jakarta University.

DOI : https://doi.org/10.47191/ijsshr/v6-i4-32

Google Scholar Download Pdf
ABSTRACT

Corporate Social Responsibility (CSR) has become essential for companies to build strong corporate branding. This paper examines the importance of CSR as a key element in building strong corporate branding. The study is based on a comprehensive literature review of previous research and theoretical perspectives on CSR and corporate branding. The results indicate that CSR activities positively impact corporate branding and enhance the company's reputation, customer loyalty, and performance. CSR activities such as philanthropy, environmental sustainability, and ethical business practices have been shown to contribute to strong corporate branding. Furthermore, effective communication of CSR initiatives to stakeholders is critical to the success of CSR programs in building strong corporate branding. The study highlights the significance of CSR in building strong corporate branding and provides practical implications for companies seeking to enhance their corporate reputation and improve their performance.

KEYWORDS:

Corporate Social Responsibility (CSR), corporate brand, reputation, customer loyalty, performance

REFERENCES

1) Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 1048-1063.

2) Ariastini, N. N., & Semara, I. M. T. (2019). Implementation of the Triple Bottom Line Concept In the Corporate Social Program Responsibility At the Alila Seminyak Hotel. Scientific Journal of Hospitality Management,9(2)

3) Alizadeh, A., moshabaki, A., Hoseini, S. H., & Naiej, A. K. (2014). The Comparison of Product and Corporate Branding Strategy: a conceptual framework. IOSR Journal of Business and Management, 14-24.

4) Aziz, S., Othman, S., & Othman, Z. (2018). Corporate social responsibility and brand performance: Evidence from the automotive industry. Journal of Cleaner Production, 192, 341-354.

5) Balmer, J. M. T., Powell, S. M., Kernstock, J., & Brexendorf, T. O. (2017). Introduction: Current state and future directions for research on corporate brand management. In J. M. T. Balmer, S. M. Powell, J. Kernstock, & T. O. Brexendorf (Eds.), Advances in corporate branding (pp. 1–21). Springer Nature.

6) Bowen, H. R. (1953). Social responsibilities of the businessman. The Federal Council of the Churches of Christ in America. https://doi.org/10.2307/3708003

7) Chkir, I., Hassan, B. E. H., Rjiba, H., & Saadi, S. (2021). Does corporate social responsibility influence corporate innovation? International evidence. Emerging Markets Review, 46, 100746.

8) Chung, C. Y., Jung, S., & Young, J. (2018). Do CSR activities increase firm value? Evidence from the Korean market. Sustainability, 10(9), 3164.

9) García‐Piqueres, G., & García‐Ramos, R. (2020). Is the corporate social responsibility–innovation link homogeneous?: Looking for sustainable innovation in the Spanish context. Corporate Social Responsibility and Environmental Management, 27(2), 803–814.

10) Golob, U., & Podnar, K. (2019). Researching CSR and brands in the here and now: An integrative perspective. Journal of Brand Management, 26, 1–8. https://doi.org/10.1057/s41262-018-0112-6

11) Haerani, F. (2017). Corporate Social Strategy Responsibility (CSR) in the Framework Improving Company Reputation (In the Study of Business Law Aspects). Lex Librum: Journal of Law, 4(1), 637–655.

12) Hu, Y., Chen, S., Shao, Y., & Gao, S. (2018). CSR and firm value: Evidence from China. Sustainability, 10(12), 4597.

13) Herstein, R., Mitki, Y., & Jaffe, E. D. (2008). Communicating a new corporate image during privatization: the case of El Al airlines. Corporate Communications: An International Journal, 380-393.

14) Kementerian Lingkungan Hidup dan Kehutanan. (2022). Direktur dan manager pabrik sawit PT. SIPP ditindak gakkum KLHK terkait pencemaran lingkungan di Bengkalis-Riau. https://gakkum.menlhk.go.id/assets/info- publik/20220923_Siaran_Pers_PT_SIPP_rev4.pdf

15) LACAP, J. P. G., CHAM, T.-H., & LIM, X.-J. (2021). The Influence of Corporate Social Responsibility on Brand Loyalty and The Mediating Effects of Brand Satisfaction and Perceived Quality. International Journal of Economics & Management, 15(1).

16) Lee, Y. and Lee. S. (2019). Corporate social responsibility and brand value in SMEs: The mediating role of customer trust. Journal of Business Research, 101, 187-194.

17) Mahmood, A., & Bashir, J. (2020). How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR. International Journal of Engineering Business Management, 12.

18) Maon, F., Swaen, V., & De Roeck, K. (2021). Corporate branding and corporate social responsibility: Toward a multi- stakeholder interpretive perspective. Journal of Business Research, 126, 64–77. https://doi.org/10.1016/j.jbusres.2020.12.057

19) Meliawati, T., Fadillah, A., & Gerald, S. C. (2021). Pengaruh kegiatan corporate social responsibility local farmer empowerment terhadap citra pizza hut. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(2), 1702–1711. https://doi.org/10.31955/mea.v5i2.1294

20) Ministry of Environment and Forestry. (2022). Direktur dan manager pabrik sawit PT. SIPP ditindak gakkum KLHK terkait pencemaran lingkungan di Bengkalis-Riau. https://gakkum.menlhk.go.id/assets/info-publik/20220923_Siaran_Pers_PT_SIPP_rev4.pdf

21) Peraturan Daerah Provinsi Kalimantan Timur No. 3 Tahun 2013 tentang Tanggung Jawab Sosial dan Lingkungan Perseroan Terbatas sert Program Kemitraan dan Bina Lingkungan.

22) Pratama, G. W. S., & Nurcaya, I. N. (2016). Pengaruh corporate social responsibility terhadap ekuitas merek yang dimediasi oleh citra perusahaan. E-Jurnal Manajemen, 5(7), 4253–4280.

23) Pratihari, S. K., & Uzma, S. H. (2017). CSR and corporate image effect on brand loyalty: A study on Indian banking industry. Journal of Product & Brand Management, 27(1), 1–40. 10.1108/JPBM-05-2016-1194

24) Priyadi, A., Dahlan, K. S. S., & Marta, R. F. (2020). Pengaruh csr umkm terhadap reputasi perusahaan dan loyalitas pelanggan dimediasi citra merek. Journal of Business & Applied Management, 13(2), 181–205. https://doi.org/10.30813/jbam.v13i2.2366

25) Putusan Mahkamah Konstitusi No. 53/PUU-VI/2008 about Review of Law No. 40 of 2007 on Limited Liability Company (Ltd.).

26) Qiu, S. C., Jiang, J., Liu, X., Chen, M.-H., & Yuan, X. (2021). Can corporate social responsibility protect firm value during the COVID-19 pandemic? International Journal of Hospitality Management, 93, 102759.

27) Rahman, M., Rodríguez-Serrano, M. Á., & Lambkin, M. (2017). Corporate social responsibility and marketing performance: The moderating role of advertising intensity. Journal of Advertising Research, 57(4), 368–378. https://doi.org/10.2501/JAR-2017-047

28) Republic of Indonesia. Law No. 25 of 2007 on Capital Investment. Lembar Negara No. 67 of 2007. Tambahan Lembar Negara No. 4724.

29) Republic of Indonesia. Law No. 40 of 2007 on Limited Liability Company (Ltd.). Lembar Negara No. 160 of 2007. Tambahan Lembar Negara No. 4756.

30) Rivera, J. J., Bigne, E., & Curras-Perez, R. (2019). Effects of Corporate Social Responsibility on consumer brand loyalty. Revista Brasileira de Gestão de Negócios, 21, 395–415.

31) Rupp, D. E., Shao, R., Skarlicki, D. P., Paddock, E. L., Kim, T., & Nadisic, T. (2018). Corporate social responsibility and employee engagement: The moderating role of CSR‐specific relative autonomy and individualism. Journal of Organizational Behavior, 39(5), 559–579.

32) Rosilawati, Y., & Mulawarman, K. (2018). Corporate Social Responsibility Through Local Wisdom in the Program Ayung River Conservation. Science Journal Communications, 16(2), 172.

33) Secretariat of East Kalimantan Province. Regional Regulation No. 3 of 2013 on Limited Liability Company Social and Environmental Responsibility and the Partnership and Community Development Program in East Kalimantan.

34) Siregar, L. Y., & Nasution, M. I. P. (2020). Perkembangan teknologi informasi perhadap peningkatan bisnis online. HIRARKI: Jurnal Ilmiah Manajemen Dan Bisnis (HJIMB), 02(01), 71–75. https://doi.org/10.24912/tesla.v22i1.7898

35) Sirisagul, K. (2015). Roles of Practitioners and Strategic Planning Practices. http://www.prthailand.com

36) Srivastava, A. K. and Singh, S. (2019). Corporate social responsibility and brand loyalty: A study of Indian consumers. Journal of Strategic Marketing, 27, 421-434.

37) Tian, Q., & Robertson, J. L. (2019). How and when does perceived CSR affect employees’ engagement in voluntary pro- environmental behavior? Journal of Business Ethics, 155, 399–412.

38) Undang-Undang No. 25 Tahun 2007 tentang Penanaman Modal. Lembar Negara No.67 Tahun 2007. Tambahan Lembar Negara No.4724.

39) Undang-Undang No. 40 Tahun 2007 tentang Perseroan Terbatas. Lembar Negara No.160 Tahun 2007. Tambahan Lembar Negara No.4756.

40) Widhagdha, M. F., Wahyuni, H. I., Sulhan, M., Development, K., Postgraduate, S., Mada, U. G., Studies, P., Asia, S., Mada, U. G., Communication, D. I., & Mada, U. G. (2019). Bonding Relations in Society Development (Relational Interpretive Descriptive Study CSR Fostered Community Social PT Pertamina RU II Pakning River in Bengkalis Regency). 12(1), 108–116.

41) Zhou, H., Wang, Q., & Zhao, X. (2020). Corporate social responsibility and innovation: A comparative study. Industrial Management & Data Systems.

VOlUME 06 ISSUE 04 APRIL 2023